Lazy Oaf

Lazy Oaf, founded by Gemma Shiel in 2001, has carved its own path as a design-led lifestyle brand. Originating from a humble East London stall selling hand-printed T-shirts, it has evolved into an independent brand thriving on creativity, collaboration, and community. The ethos of Lazy Oaf revolves around celebrating the quirky, the unconventional, and the authentic.

Inspired by youth subcultures, streetwear, and nostalgia, Lazy Oaf eschews trends in favor of trusting instincts and creating what feels right for the brand and its community. Despite its lowbrow humor, Lazy Oaf's products are meticulously crafted and built to endure. The brand firmly opposes fast fashion, adopting a deliberate approach to sustainability and social responsibility.

Lazy Oaf takes its time—about a year—to design and develop each product, producing a limited quantity of 150-250 pieces per style. Collaborating closely with factories that share its commitment, Lazy Oaf prioritizes quality, longevity, and waste minimization over mass production. Collections emerge from a deliberate process, launched through weekly or bi-weekly drops, and shot in-house. As a Direct2Oaf brand, Lazy Oaf's products are exclusively available through its channels.

Despite facing challenges like floods, fires, and a global pandemic, Lazy Oaf persists in its journey. Determined to evolve, challenge itself, and stay true to its roots, Lazy Oaf goes beyond making clothes to support culture, champion meaningful causes, and prioritize the well-being of its team, the planet, and its people.